O neuromarketing no agronegócio : análise de dois vídeos publicitários da marca Pioneer®.

Abstract

Neuromarketing has been shown to be a relevant approach in advertising, offering valuable strategies that can be used in the dissemination of the most diverse products and services. However, studies in which those strategies are applied to agribusiness, one of the main economic sectors in the country, are not found in the literature. The aim of this work was to investigate how neuromarketing can be used in advertising materials of agribusiness. For this, the relationship among concepts such as marketing, promotion, campaign and audiovisual was addressed, with contributions from Corrêa (2008), Martin (2011), Sampaio (2003), Kotler (2017) and Ribaric (2019); neuroscience and neuromarketing, based mainly on the findings of Lindstrom (2008), Zaltman (2003), Klaric (2012), Damásio (1996), Bridger (2018) and Peruzzo (2015); and agribusiness, marketing in agribusiness and rural producers, according Moreira (2016), Araújo (2007) and Marschner (2016), in addition to the use of research data such as from IBGE (2017) and ABMRA (2017). The union of these concepts was the basis for the content analysis applied to two advertising videos of the Pioneer® brand. Upon the development and application of a matrix of analysis in the light of neuromarketing, it was demonstrated that this approach can be consistently used in agribusiness advertising videos, both in scenes and letterings, as well as in voiceovers.